According to a Relevant Audience compilation, dated Google Ads changes include: on 1 June 2026, reduced data retention; on 3 August, blocking creation of new Smart campaigns and new campaigns with campaign-level broad match; on 17 August, budget-limited Target CPA or ROAS campaigns performing closer to targets; from 1 to 30 September, automatic migration to AI Max; at the end of September, removal of campaign-level language targeting in Search; and, in February 2027, migration of DSA to AI Max and end of call-only ad impressions. The source is a compilation; confirm each date with Google.
How to read this calendar
Relevant Audience compiled Google Ads deprecations and changes for 2026 and 2027 and marks each item as confirmed (dated or stated by Google) or unconfirmed (undated, tentative, conflicting or from trade press). It’s a secondary compilation, and some dates have already passed. Use it as a checklist, and confirm each item in Google Ads Help or the developer blog.
The calendar that follows focuses on what affects ordinary advertisers, not API developers.
Already in effect: June to August 2026
On 1 June 2026, reduced data retention: hourly, daily and weekly data are kept 37 months, monthly, quarterly and annual data 11 years, and reach and frequency 3 years. On 6 July, the bid target adjustment tool became available. On 3 August, blocking of creation of new Smart campaigns and new campaigns with campaign-level broad match and “legacy” automatically created assets. On 17 August, budget-limited Target CPA or ROAS campaigns started performing closer to targets, and CPA may rise. On 18 August, the Content API for Shopping was shut down and replaced by the Merchant API.
All these dates come from the compilation and appear as confirmed.
Google Ads calendar: three moments
- 1 Jun to 30 Sep 2026: data, Smart, AI Max and language
- 16 Nov and 4 Dec 2026: Data Manager and image extraction
- 15 Jan 2027: official DSA reminder
- Feb 2027: DSA, call-only ads and Display in Search
September 2026: AI Max and language
From 1 to 30 September, phase 1 of automatic migration of campaigns with campaign-level broad match and automatically created assets to AI Max. At the end of September, removal of campaign-level language targeting in Search and AI Max for Search, with no exact day. In September, Shopping and free listings policy becomes one, organisationally. On 30 September, pickup cost and minimum order value become required for in-store pickup products in the UK, Switzerland and EEA.
The compilation records a conflict about DSA: a help page said September, but the developer blog says February 2027.
October and late 2026
The compilation indicates API version 22 sunsets in October (tentative) and that Local Services Ads migration widens to more groups in late 2026. Travel and “things to do” move into Search campaigns in the third quarter, with no day. Undated, migration of standalone Display campaigns to Demand Gen stays at “later”, with a creation block in January 2027 pointed out by the press, which Google’s page doesn’t confirm.
Sources we consulted in other articles add: 4 December, image extraction by default in new Performance Max campaigns; 16 November, Data Manager change.
An agency that follows dates before they arrive is worth more than one that reacts afterwards.
2027: February is the critical month
From 1 to 28 February 2027, DSA campaigns are automatically upgraded to standard Search ad groups with AI Max on, and creation of new DSA groups is removed; on 15 January there is an official reminder. In February, call-only ads stop receiving impressions, requiring responsive search ads with call assets. In February, the current spend allocation for Display in Search campaigns also disappears, according to Google’s blog.
Whoever has DSA, call-only ads or Display on in Search has work to do by then.
What to do each quarter
Fourth quarter 2026: export historical data, review AI Max and controls, review image extraction and customer data, prepare Black Friday without big changes. First quarter 2027: migrate DSA and call-only ads in good time, decide Display in Search, review reports. All year: keep a log of platform changes with date and decision.
A calendar in a spreadsheet, with an owner per item, is enough.
What this calendar doesn't prove
It’s a third-party compilation, with items marked as unconfirmed, approximate dates and some conflicts. It doesn’t replace Google’s communication to your account or official Help. Google may change dates, and some changes may not apply to all markets.
So treat each line as a question to confirm, not a closed fact.
How to use the calendar with your agency
Ask the agency for a version of the calendar adapted to your account: which campaigns are affected, what actions it proposes, when and with what risk. Agree a quarterly review just for this topic.
An agency that follows dates before they arrive is more valuable than one that reacts afterwards. It’s one of the simplest questions to distinguish partners.
Questions for your manager
Which of these changes affect our campaigns? Do we have DSA, call-only ads, Smart or Display in Search? Which historical data will we export and when? Who confirms dates at the official source? When is the next review?
If you want to build a Google Ads change calendar adapted to your account, I can help create it and keep it updated.
Frequently asked questions
Is this calendar official?
No: it’s a third-party compilation, with confirmed and unconfirmed items. Confirm in Google Help.
Which is the most critical month?
February 2027: DSA to AI Max, end of call-only ads and end of the current Display allocation in Search.
And conflicting dates?
The compilation records a conflict on DSA (September versus February 2027). The developer blog points to February 2027.
Sources consulted
Keep reading
- Call-only ads stop receiving impressions in February 2027: what to do if your business lives on the phone
- Campaign-level language targeting removed from Search: what it means if you advertise in Portugal to tourists and expats
- Campaign translation tool in Google Ads: advantages, limits and care with European Portuguese